Table of Contents
- A Comprehensive Guide to Pay-per-click (PPC) for law firms in 2023 and Beyond
- What is PPC for attorneys?
- What’s the difference between PPC and (SEO) search engine optimization?
- What Are The Most Important PPC Terms I Should Know?
- Sounds Great, But How Much Will Pay-Per-Click Cost For A Lawyer?
- A Good PPC Strategy
- The Power of Google’s Advertising Properties
- The Importance of Diversification
- The Power of YouTube Ads
- The Benefits of Display Ads
- The Power of Gmail Ads
- The Benefits of Google Map Ads
- The Power of Performance Max
A Comprehensive Guide to Pay-per-click (PPC) for law firms in 2023 and Beyond
Pay-per-click (PPC) advertising is a powerful tool for law firms looking to increase their leads and grow their business. After spending over $91 million on lawyer PPC management strategy, we’ve learned a lot about what works and what doesn’t. In this article, we’ll share some of the key lessons we’ve learned and provide a comprehensive guide to PPC for lawyers in 2023 and beyond.
What is PPC for attorneys?
You know how when you search for something on Google, there are some results at the top that say “Ad” next to them or “Sponsored”? Those are paid advertisements, and it’s a practice known as Pay-Per-Click or PPC campaign.
Imagine you’re a lawyer, and you want to reach people who are looking for legal help online. You’d probably want your website or firm to show up at the top of Google’s search results, right? But here’s the challenge – there’s a lot of competition and it’s not easy to get there organically, meaning without paying.
This is where PPC campaigns comes in. PPC is a type of online advertising where you pay a fee each time someone clicks on your ad. It’s like buying visits to your site rather than earning them organically. So, lawyers, like any other businesses, use PPC as a strategy to attract more potential clients.
When someone searches for a lawyer in their area or for a specific type of legal advice, if a lawyer has set up a PPC campaign, their advertisement might show up in the search results. Each time the ad is clicked, sending a visitor to their website, they have to pay a small fee to the search engine. One of the most popular PPC advertising platforms is Google Ads (formerly Google Adwords).
It’s a bit like a shortcut to visibility on the internet. Instead of waiting to climb to the top of the search results organically, which can take a long time, lawyers can use PPC ad to get there quickly. It’s a smart move for them if the fee they pay for a click is less than the profit they make from a client they gain through that click.
What’s the difference between PPC and (SEO) search engine optimization?
Imagine you’ve got a band, and you want to get more people to come to your gigs. There are two main ways you could do that: you could pay to put up billboards around town (that’s like PPC), or you could try to get your band’s name out there by getting good reviews and word of mouth (that’s like SEO, or Search Engine Optimization).
PPC, or Pay-Per-Click, is like putting up those posters. You’re directly paying for advertising space to get people’s attention. It’s called Pay-Per-Click because you’re buying ads on platforms like Google, and you pay a small fee each time someone clicks on your ad. The benefit is that you can get immediate visibility and potentially a lot of people noticing you quickly, but you have to keep paying for each click.
On the other hand, SEO is like trying to get good reviews and word of mouth. Instead of directly paying for advertisement, you’re optimizing your website so that it naturally comes up higher in search engine results when people search for keywords related to what you do. This is done by creating quality content, making your website easy to navigate, and using relevant keywords. The benefit of SEO is that it can lead to consistent, long-term results and it’s free, but it can take some time to work your way up in the search results.
In short, PPC advertising can get you immediate visibility for a price, while SEO is a slower, long-term strategy that can give you visibility for free if done right. Both are important strategies for increasing visibility online, and many businesses use a mix of both.
What Are The Most Important PPC Terms I Should Know?
Let’s pretend PPC is like a game. There are some key terms, or rules, you should know to play the game well. Here are some of the most important ones:
- Ad Campaign: This is like the overall game plan. It’s the big picture of what you want to do. In PPC, an ad campaign is a set of related ads that share a single budget, target audience, and strategy.
- Keywords: These are like the clues in a treasure hunt. They’re the words or phrases that people type into Google when they’re looking for something. You want to choose your keywords carefully because they can help people find your ad.
- Clicks: This is when someone actually clicks on your ad. It’s like scoring a point in the game.
- Impressions: This is how many times your ad was shown. Even if people don’t click on it, it counts as an impression if they see it.
- CTR (Click-Through Rate): This is like your shooting percentage in basketball. It’s the number of clicks your ad gets divided by the number of times it’s shown. A high CTR means you’re doing well – a lot of people who see your ad are clicking on it.
- CPC (Cost Per Click): This is how much you pay each time someone clicks on your ad. It’s like the entry fee for each round of the game.
- Conversion: This is the ultimate goal of the game. A conversion happens when someone not only clicks on your ad, but also does something valuable like buying your product or signing up for your newsletter.
- CPA (Cost Per Action): This is how much you pay each time someone does the action you want them to do (like buying your product). It’s like the total cost of winning the game.
- Quality Score: This is Google’s rating of the quality and relevance of your keywords and PPC ads. It’s a bit like your game skill rating, with a higher score leading to better ad positions and lower costs.
Understanding these terms can help you play the PPC game better, maximizing your results while controlling your costs.
Sounds Great, But How Much Will Pay-Per-Click Cost For A Lawyer?
Pay-Per-Click, or PPC, especially in the legal sector, can be quite expensive due to high competition. Legal keywords are some of the most costly in PPC, as many law firms are competing for the same clients.
The cost per click for legal-related searches could range anywhere from $10 to $300. More commonly, it’s between $20 and $70. The large range is due to several factors including location, area of law, and competition. Google’s Keyword Planner is a good source to get an estimate of how much it will cost.
However, it’s crucial to remember that PPC isn’t just about the cost per click. You also need to factor in the time and resources to manage the campaign. Some firms choose to use a digital marketing agency, adding an extra cost, but you can also choose to manage it in-house if you have the expertise.
Given your careful approach to expenses, you’ll want to take advantage of strategies to maximize the cost-effectiveness of your PPC campaigns. This could involve targeting less competitive but more specific keywords (called long-tail keywords), setting a strict daily or monthly budget, and continually monitoring and adjusting your campaigns based on their performance.
Also, keep in mind that the ultimate goal isn’t just clicks—it’s acquiring new clients. So, while clicks are a cost, a new client is revenue. It’s important to measure the return on investment, not just the cost. If a campaign seems expensive, but it’s bringing in new clients and profit, it may be worth it.
PPC is a powerful tool, but it’s also complex and can be expensive. It’s essential to approach it thoughtfully and strategically to get the most from your investment. Be sure to get updated quotes and do recent market research to understand the current costs.
A Good PPC Strategy
Here’s a basic strategy to help get you started with your PPC marketing:
- Understand Your Target Audience: Before starting with PPC, it’s crucial to define your target audience. Who are they? Where are they located? What are their interests and needs? The more you know about your audience, the more effectively you can target your ads.
- Set Clear Goals: What do you want to achieve with your PPC campaign? This could be increasing website traffic, generating leads, or boosting sales. Having clear goals will help guide your strategy and allow you to measure your success.
- Keyword Research: Keywords are the cornerstone of PPC advertising. You’ll want to choose keywords that your target audience is likely to use when searching for your products or services. Long-tail keywords (those that are three words or more) can be less competitive and more cost-effective. Tools like Google’s Keyword Planner can help you find the right keywords.
- Craft High-Quality Ads: Write compelling ad copy that clearly communicates your value proposition and includes a clear call-to-action. Be sure to use your keywords in your ad copy.
- Optimize Landing Pages: The page a user lands on after clicking your ad should be relevant to the ad copy and keyword. It should also be easy to navigate and include a clear call-to-action.
- Set a Budget: Decide how much you’re willing to spend on your PPC campaign. Remember, you’ll be paying each time someone clicks on your ad. Start small and adjust as you go.
- Implement Tracking: Use tracking tools like Google Analytics to measure the performance of your campaign. This will allow you to see what’s working and what isn’t, so you can make necessary adjustments.
- Continuous Testing and Optimization: Test different elements of your campaign, such as your ad copy, keywords, and landing pages, to see what delivers the best results. Regularly review and adjust your campaign based on your performance data.
- Consider Hiring a Professional: PPC can be complex and time-consuming. If it’s not your area of expertise, it may be worth hiring a digital marketing agency or a PPC specialist to manage your campaigns.
Let’s use an example of how this would look for a personal injury law firm:
Creating ads as a personal injury lawyer can be a great way to connect with potential clients who need your services. Here are a few tips:
- Understand Your Audience: Before you start, get a clear idea of who your potential clients are. For a personal injury lawyer, they may be victims of road accidents, workplace incidents, medical malpractice, and so on. Understanding their needs, fears, and expectations will help you create ads that resonate with them.
- Use Compelling Ad Copy: Your ad text should quickly and clearly explain how you can help. You might highlight your experience, success rate, or the fact that you offer free consultations. Here’s an example: “Injured in an accident? Our experienced team has recovered millions for clients. Call for a free consultation today.”
- Include a Clear Call-to-Action: This is where you tell your audience what you want them to do. For a personal injury lawyer, this could be calling your office, filling out a contact form, or visiting your website for more information.
- Use Relevant Keywords: Use keywords that your potential clients are likely to search for, such as “personal injury lawyer,” “car accident attorney,” or “workplace injury help.”
- Landing Page Must Match the Ad: The page that people land on after clicking your ad should match the promise of the ad. If your ad talks about helping car accident victims, the landing page should provide more information about this service.
- Offer Value: If you offer free consultations, be sure to highlight this in your ad. This lowers the barrier to entry and can encourage potential clients to reach out.
- Test Different Ads: Create a few different versions of your ad and see which ones perform the best. You might try varying your ad copy, call-to-action, or even the images you use (if applicable).
Remember, the aim is to make the potential client feel confident that you can help them and then make it easy for them to get in touch with you. Regularly monitor and adjust your ads based on performance to ensure they’re as effective as possible.
The Power of Google’s Advertising Properties
Google’s advertising properties offer a wealth of opportunities for law firms. Google owns YouTube and has partnered with over two million websites, allowing you to show ads on these platforms through Google’s Display Network. You can also show ads on Google Maps and in Gmail, providing even more opportunities to reach potential clients.
One of the key benefits of using Google’s advertising properties is the ability to target your ads based on keywords. Google keeps track of the searches people make and allows you to show ads to people based on their previous search history. This means you can target high-demand audiences who are actively searching for the services your law firm offers.
The Importance of Diversification
While many attorneys focus solely on page one of Google, the smartest attorneys diversify their advertising efforts across all of Google’s properties. This includes YouTube, third-party websites, Gmail, and Google Maps. By diversifying your advertising efforts, you can reach a wider audience and increase your chances of attracting new clients.
The Power of YouTube Ads
YouTube ads are a powerful tool for law firms. You can show ads to people based on their previous search history on Google, allowing you to target high-demand audiences. There are multiple types of YouTube ads, including in-stream ads and image discovery ads. In-stream ads play before, during, or after other videos on YouTube, while image discovery ads appear in YouTube search results and on the YouTube homepage.
The Benefits of Display Ads
Display ads allow you to show ads on third-party websites that Google has partnered with. These can be either retargeting or cold audience ads. Retargeting ads are shown to people who have previously visited your website, while cold audience ads are shown to people who have not previously interacted with your business.
The Power of Gmail Ads
Gmail ads appear in the Promotions tab of a user’s Gmail account. When a user clicks on your ad, they’re taken to a landing page where they can learn more about your law firm and the services you offer.
The Benefits of Google Map Ads
Google Maps ads appear when a user searches for a specific type of business on Google Maps. These ads can include an offer, such as a free consultation, to entice users to click on your ad.
The Power of Performance Max
Performance Max is a new solution from Google that combines all of Google’s advertising properties into one platform. It uses a 500 touch point algorithm to show ads to people throughout their entire consumer journey, from research to consideration to decision-making. This allows you to reach potential clients at every stage of their journey, increasing your chances of attracting new clients.
In conclusion, PPC for lawyers is a powerful tool that can help you increase your leads and grow your business. By understanding how to use Google’s advertising properties and diversifying your advertising efforts, you can outcompete your competitors and achieve better results. If you’re unsure of how to implement these strategies, consider seeking help from a professional PPC agency.